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O comportamento dos consumidores da Geração Z relativamente à sustentabilidade no setor do turismo: o caso Português
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Abstract(s)
A presente investigação tem como objetivo analisar (1) a importância da sustentabilidade como um fator de intenção de compra para os turistas portugueses da Geração Z, (2) o efeito dos fatores culturais, pessoais e tecnológicos na adoção de comportamentos sustentáveis no contexto do turismo e (3) a influência do comportamento pró-ambiental na intenção de compra sustentável. Através da realização de um questionário online a 389 turistas portugueses, dos quais 156 pertencem à Geração Z, os dados foram analisados com a amostra total e com recurso à técnica de mínimos quadrados parciais. Os resultados demonstram que os fatores culturais e pessoais têm influencia significativa no comportamento pró-ambiental e que este, por sua vez, afeta positivamente a intenção de compra sustentável. Os fatores tecnológicos também demonstraram ter um impacto direto positivo nesta. Verificou-se, ainda, que o comportamento pró-ambiental atua como variável mediadora parcial entre os fatores culturais e pessoais e a intenção de compra. Contudo, não foram encontradas diferenças estatisticamente significativas entre gerações, o que sugere um padrão de comportamento consistente. Espera-se que esta investigação contribua para compreender melhor os comportamentos sustentáveis deste grupo e que auxilie no desenvolvimento de estratégias mais eficientes e sustentáveis neste setor.
The present research aims to examine (1) the importance of sustainability as a purchase intention factor for Portuguese Generation Z tourists, (2) the effect of cultural, personal, and technological factors on the adoption of sustainable behaviors in the tourism context, and (3) the influence of pro-environmental behavior on sustainable purchase intention. Based on an online questionnaire completed by 389 Portuguese tourists—156 of whom belong to Generation Z—the data were analyzed using the full sample and the partial least squares (PLS) method. The results show that cultural and personal factors significantly influence pro-environmental behavior, which in turn positively affects sustainable purchase intention. Technological factors also demonstrated a direct positive impact on this intention. Additionally, pro-environmental behavior was found to partially mediate the relationship between cultural and personal factors and purchase intention. However, no statistically significant differences were found between generations, suggesting a consistent behavioral pattern. This research is expected to contribute to a better understanding of sustainable behaviors within this demographic and support the development of more effective and sustainable strategies in the tourism sector.
The present research aims to examine (1) the importance of sustainability as a purchase intention factor for Portuguese Generation Z tourists, (2) the effect of cultural, personal, and technological factors on the adoption of sustainable behaviors in the tourism context, and (3) the influence of pro-environmental behavior on sustainable purchase intention. Based on an online questionnaire completed by 389 Portuguese tourists—156 of whom belong to Generation Z—the data were analyzed using the full sample and the partial least squares (PLS) method. The results show that cultural and personal factors significantly influence pro-environmental behavior, which in turn positively affects sustainable purchase intention. Technological factors also demonstrated a direct positive impact on this intention. Additionally, pro-environmental behavior was found to partially mediate the relationship between cultural and personal factors and purchase intention. However, no statistically significant differences were found between generations, suggesting a consistent behavioral pattern. This research is expected to contribute to a better understanding of sustainable behaviors within this demographic and support the development of more effective and sustainable strategies in the tourism sector.
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Keywords
Comportamento pró-ambiental Turismo sustentável Intenção de compra Sustentabilidade Geração Z